Expert Commentary Case Study

Digital PR

Project Overview

Through a careful and thoughtful interview process with participating professors, our team develops article topics and expert commentary ideas based around a professor’s academic interests and research concentrations. We research and pitch editors, bloggers, and journalists at major publications in order to create media opportunities and build backlinks from highly credible and industry-specific websites. These opportunities create buzz around the program and build brand awareness while further establishing the professors and the program as thought leaders and positively influencing SEO efforts.

The Challenge

The nursing degree market is saturated and highly competitive. How could we help a master’s in nursing program differentiate and build brand awareness in the media?

Our Solution

Rather than looking solely at what made the degree program unique, we examined what made the program’s faculty unique. Through one-on-one interviews, we determined the differentiating factors for each professor and crafted a narrative to leverage their research and expertise. In a highly competitive market, the Circa team was able to generate high quality media opportunities for each faculty member and position the degree program prominently in major media outlets, as well as niche publications in which their target audience can be found.